PENGARUH KALITAS PELAYANAN BANK SYARIAH TERHADAP NILAI, KEPUASAN SERTA LOYALITAS NASABAH DI KOTA BANDUNG

Abstract

Abstract - This research was conducted to determine the extent to which the Sharia Bank of service quality in the city of Bandung. This needs to be known for Customers who are loyal to the Sharia bank customers are not only willing to run the bank's customers because the principles of sharia, but also the arena of service quality are implemented to meet customer expectations. Thus, Sharia banks can increase the number of customers and retain customers for its service quality factor. To assess the bank's service quality and customer loyalty using the framework created by Cronin, Brady and Hult (2000) that the quality of service, value and satisfaction of all services related to loyalty. Quality of service using the theory of joint Gronroos (1990) and Parasuraman (1988). The research proves that the Sharia Bank in the City of functional quality effect on the creation of the organization's image at 2.25%; functional quality effect on the creation of service quality by 7.29%; technical quality influence on the creation of the organization's image by 3.61%; technical quality influence the creation of service quality at 16.81% affect the organization's image creation service quality by 36%  affect the service quality of service value creation at 2% influence the creation of service quality customer satisfaction by 1.7% service quality affect loyalty creation of 1% value creation services affect customer satisfaction by 2.3% customer satisfaction affects loyalty by 19.4%. With research, the Sharia Bank Sharia Bank in Bandung have to pay attention to the functional quality, technical quality, the images to create quality and service excellence.  Sharia Bank in Bandung have to pay attention to service quality and value of services to create customer satisfaction Sharia Bank in Bandung have to pay attention to quality service and customer satisfaction  to create customer loyalty.

Keywords : Service Quality, Satisfation, Loyalty, Sharia, Banking

Abstrak - Penelitian ini dilakukan untuk mengetahui sejah kualitas pelayanan Bank Syariah di Kota Bandung. Kebutuhan lain dari penelitian ini adalah untuk mengetahui loyalitas nasabah terhadap Bank Syariah yang bukan hanya karena factor syariah melainkan pula karena kualitas pelayanan Bank Syariah yang memenuhi harapan nasabah. Dengan penelitian ini diharapkan Bank Syariah di kota Bandung dapat meningkatkan jumlah nasabah dan mempertahankan nasabah karena factor kualitas pelayanan. Penilaian Kualitas pelayanan dan loyalitas nasabah menggunakan kerangka kerja dari Brady and Hult (2000) yang mengambarkan bahwa kualitas pelayanan, nilai dan kepuasan atas pelayanan berkaitan dengan loyalitas pelanggan. Kualitas pelayanan menggunakan teori dari Gronroos (1990) and Parasuraman (1988). Penelitian membuktikan bahwa Kualitas fungsional mempunyai pengaruh terhadap citra organisasi sebesar 2.25 %; kualitas fungsional mempengaruhi kualitas pelayanan sebesar 7.29 %. Kualitas teknik mempengaruhi citra organisasi 3,61 %, kulaitas teknis mempengaruhi kualitas pelayanan16.81 Citra organisasi mempengaruhi kualitas pelayanan 36 %, nilai pelayanan mempengaruhi 2 % kepuasan nasabah 1,7 %, service quality mempengaruhi loyalitas nasabah 1% nilai pelayanan. Mempengaruhi kepuasan nasabah 2,3 %, kepuasan nasabah mempengaruhi loyalitas 19,4 %. Berdasarakan penelitian ini Bank Syariah di Kota Bandung harus menaruh perhatian terhadapp kulitas fungsional, kulitas teknis dan citra untuk menciptakan kualitas dan pelayanan prima. Bank Syariah juga harus menaruh perhatian terhadap kualitas pelayanan dan nilai pelayanan yang menciptakan kepuasan nasaabah demikian pula terhadap kualitas pelayanan dan kepuasan nasabah yang menciptakan loyalitas nasabah.

Kata Kunci : Kualitas Pelayanan, Kepuasan, Loyalitas, Bank Syariah